Indeed, “Love is love” in English but English lacks the word capacity to fully think through the diversity of loves. This isn’t purely a theoretical challenge on a “dictionary level”. As love is a component of marriage, this is why some are confused about it. Ravi Zacharias explains how…

Written in Greek, the New Testament has four words for the different kinds of love:

Agape: the love of God.

Storge: the love of a parent to a child.

Eros: erotic love.

Phileo: the love of a friendship/brother.

And this is how Natural Marriage is the ultimate expression of love. Only in it are all four loves pulled together.
The agape love of God creates a holy marriage which draws a husband and wife together in a phileo friendship and lifetime commitment. This allows for the sacred expression of sex in eros love to each other, which consummates in the act of procreation, through which the expression of storge parental love to their child has the opportunity to unite with the other three loves to give a full expression of the four loves.

As a shallow slogan, love isn’t love but how amazing when it is in marriage.